Quincy Jones is looking to leverage his status as a perennial icon of musical cool with his own lifestyle products and digital media.

In a major branding initiative kicking off at this week’s Licensing International trade show in New York, the 27-time Grammy winner's team is pursuing deals with suppliers and retailers in professional and consumer audio; coffee-table and how-to book publishing; clothing and accessories; grooming; home decorating; and educational materials.

The product lines are "premised on his being a tastemaker in music," says Robert Thorne, whose company is administering Quincy Jones Enterprises in partnership with Jones. "Everything has to have a signature element of quality that makes it clear it’s from Quincy."

The digital media endeavor is anchored by quincyjones.com, future site of Quincy's Vault, an online archive of unreleased audio, video, photos and outtakes documenting Jones’ work with artists from Frank Sinatra to Michael Jackson and Celine Dion. Quincyjones.com will also offer the Academy, an online community for the music industry, along with a digital label with "top-level" A&R and a to-be-announced distribution method, says Thorne.

Ross Misher, who is managing the consumer products initiative for consultant Brand Central, says Jones' legacy translates "across all demographic groups and genres," from the hip-hop community to "American Idol."

Getting Jones' name on everything from neckties to shaving cream to MP3 players should help "move forward some of the items on his entertainment agenda," including his biopic and a movie musical, says The Firm's Adam Shulman, who is leading Jones' new management team.

Jones has a slew of entertainment projects coming up, from being an artistic advisor to the 2008 Olympics in Beijing to a TV special celebrating his diamond birthday with musical guests next March.

A CD compilation series and an Interscope-released tribute album to Jones produced by will.i.am and Akon are also set for next year, the 25th anniversary of the Jones-produced "Thriller." Jones will also be the ambassador to the Grammys’ 50th anniversary.

Other projects in deal talks include a Jones-branded satellite radio channel, a weekly music-intensive terrestrial radio show and mobile content, which would feature new music recommendations sent via "Q-Tip" text message.

"My work in music, film, television and currently on Broadway with 'The Color Purple' has been embraced by so many over the decades, and my new slate of film and television projects continues in that tradition," Jones said in a statement. "My initiatives in lifestyle branding and digital media will be the next chapter along with my continuing priority of helping children of all cultures."